Twitter (TWTR) Announces New Advertising Partnerships

Shares of Twitter Inc (TWTR) were gaining 6.50% in midday trading on Tuesday, after the social media company announced the introduction of syndicated tweets on Flipboard, and Yahoo (YHOF) Japan.

Twitter noted in its blog post announcing the partnerships that tweets are unique in that they can flow to other mediums seamlessly, like TV, websites, and mobile apps and that in the 3Q of 2014 alone there were “approximately 185 Billion Tweet impressions off of Twitter.”

Under the new partnerships Twitter will syndicate Promoted Tweets to reach a similar audience on Flipboard with the “look and feel that is native to the Flipboard experience.” This is Twitter’s first attempt at selling ads outside of its own service and is potentially a big deal for the micro-blogging platform in the long run. That said, the effort will be a success only if Twitter will be able to successfully export its promoted tweets to all the places people see tweets outside of Twitter.

“For the thousands of brands already advertising on Twitter, these new partnerships open a significant opportunity to extend the reach of their message to a larger audience,” Twitter said in its blog post.

The company reports earnings on Thursday, so we expect to hear more about these partnerships on the call.